January 29, 2013

Cheap Trick: DIY Music Video with Matt Stone

In this week's installment of Cheap Trick, L.A.-based music video director Matt Stone shares his wisdom and expertise on making fresh, inventive music videos with very little money.

1. Make sure your idea is as original and interesting as possible.If you are going to ask other people to donate their time or money
to help you bring your ideas to life, make sure your idea is as strong
and thought out as possible. Run though many ideas and make sure that
the message you are putting on film is worth making and is done in the
most creative way possible. Once your ideas are solid, practice
explaining your idea to others so that when you are ready to rally the
troops to help you out, you're able to communicate your ideas clearly
and enthusiastically in order to recruit the best talent possible for
your video.

2. Don't shoot on film.Don't shoot on film. Also don't write your treatments on stone
tablets or create your budget on an abacus. I know, I know, you LOVE
film and you own a Holga, a typewriter, and only wear sweaters from
Goodwill so you know the aesthetic value of using shit your grandparents
used. Forget all that. No one on YouTube is going to notice that your
music video was shot on 35 mm when they are watching it on their
smartphones. They will only be wishing that instead of blowing the whole
production budget on film processing that you would have taken more
time storyboarding and coming up with clever ideas.

If one of the
big selling points of your music video is that is was shot on film then
you are doing it wrong. The only people that will care about the film
stock you shot on are your film school friends and recent graduates, and
they are all unemployed and will not be paying you to direct anytime
soon. So get the cheapest, best-looking video camera you can and hit
'Record' 'cuz you can shoot for days on that thing without costing you
more than hard drive space.

I think the
best camera for the money is the RED Epic. It has the best bang for your
buck. If you are on an even smaller budget, a Canon DSLR looks great—if
you treat it right. Instead of just handholding a DSLR, put it on a
tripod or stabilizer. Also when in doubt use your iPhone. It's a great
little camera and chances are you have it on you all the time.

Matt's only cost while making Deadmau5 "Head Games" was the $200 to rent his friend's RED camera for two hours.

3. DIY means DIY.When you first start making music videos you might not be able to
afford a stylist, cinematographer, or craft service so you will have to
do some of these things yourself. If you're going to be a filmmaker you
should be obsessed, you should be reading and practicing all aspects of
filmmaking all the time. If you don't, I guarantee there is someone else
out there that is and will get more opportunities then you because of
their passion.

If you
need a video shot on the cheap, then teach yourself to be a great
cinematographer by reading and watching the greats. The Internet has all
the resources you could possibly need to teach yourself filmmaking.
Take advantage of Google and practice with a DSLR in your backyard until
you are Roger Deakins. For tips on how to shoot things on a budget
there is a great site called cheesycam.com. They are always up to date on new gear that gets the job done cheaply.

4. Never waste a frame. Plan and have a clear vision.The more you storyboard and create animatics (moving/timed
storyboards), the more you will know if something is working. When
storyboarding I do everything, from drawing stick figures on printer
paper to creating a full 3D animatic in Cinema 4D. I think you should
make storyboards in whatever way you think will work for the project. I
usually draw my storyboards at least three times, and by the last time
they are much better. They aren't better in terms of the drawings, but
the shot selection gets better and more honed.

When you're
working on a budget you won't be able to afford many days on set. If you
know exactly what you are shooting weeks before you get to set then you
won't waste time and money shooting things that will end up on the
cutting room floor. Also you'll have more time to get things right on
the shots that are needed. Storyboard then storyboard again. You should
not be wasting any frames.

5. Trade with other artists.There have been countless times that I haven't been able to afford
something that I wanted for a video but was able to sweeten the deal by
offering my services with cash. I am a designer and VFX artist by day
and have used those skills to barter with musicians who did scores for
me in trade for logos, or producers who budgeted a video for me in trade
for VFX on a project they were working on. Make sure the deal is
outlined on paper first so both parties know what they are getting out
of the deal. If you can't pay for something all in cash, offer a trade
of services. You'll be surprised how open many artists are open to
working out trade deals.

6. The idea is king.I have seen $30,000 videos turn out horrible and $500 videos turn
out great. The idea is king! If you only have $500 to make a video make
sure you have a million dollar idea. Not an idea that will cost a
million dollars but an idea that will look like a million bucks because
it is so original and captures the audience so well that the audience
ignores the lack or production value or star power.

Go Go Bizkitt!'s "Jump," shot for only 2k.

7. It helps to have prior work so people understand and respect your style.Everyone has heard that it takes money to make money. Well, it takes
good work to make more good work. It helps to have work that you have
made to show other people your style and level of finish you want to
achieve. You don't need a lot of previous work but even one short piece
that nails your own personal style at the level of production quality
you want to work at. I'm talking a 30 second or one-minute short. You
can make a film or animation by yourself for no budget. It's hard and
the options for what you can do will be limited but it is possible to
make something great that shows your individual style for little or no
money. Make something great by yourself so people see your dedication,
passion and ability, this will convince them to be part of the next
thing you want to make.

8. Your first few films are going to suck.Yup, your work is gonna suck and so did mine and everyone else's.
Make as many shorts/music videos as you can so that you can get out all
those bad and stereotypical ideas out and done with. Eventually you will
get better so don't spend 30k on making your first music video instead
make 10 videos for 3k . I guarantee that your tenth 3k video will look
much better then your first 30k opus. Making videos is like making love:
it takes practice to become good at it, and the more you do it, the
more comfortable you will be.

About Matt: Matt Stone is a designer, motionographer, and filmmaker based in L.A. He was recently the recipient of an LAMVF Award for his direction on the Deadmau5
"Head Games." A musician himself, his music video directing credits
also include Go Go Bizkitt!'s "Jump." Matt is currently Creative
Director of Butter Studios, a premier boutique multi-media marketing and creative services agency.